Singtel has consolidated branding efforts under its Group Corporate Communications department, to be renamed Group Strategic Communications and Brand. This department will be responsible for strategic communications as well as the group’s overall brand strategy, positioning, and management, including the execution of branding campaigns and sponsorships at the group level and ensuring brand alignment with the group’s respective business units.
In April Singtel appointed four agencies to handle its creative and digital accounts for the next two years. Bartle Bogle Hegarty Singapore is the strategic brand lead agency while the other agencies are OgilvyOne, B2B specialist; Goodstuph, social and content specialist; and Hogarth, creative production specialist.
Lian Pek, formerly Singtel’s VP, Group Corporate Communications, is now VP, Group Strategic Communications and Brand with immediate effect. Pek also has oversight of external media relations at Optus, Singtel’s wholly owned subsidiary in Australia effective 1 May 2017.
“Dovetailing communications and brand will help us better shape understanding of Singtel in a way that is more reflective of who we are and what we represent,“ said Pek. “As a Singapore-grown regional multinational corporation (MNC) with key interests in telecoms and technology, areas where change is tenacious, it is even more imperative to message and brand consistently and authentically. The combined functions will certainly help us do that better.”
Pek joined Singtel in June 2015 from Channel NewsAsia where she was Chief Editor and Senior VP. She has a background in broadcast news and factual content, having worked for the likes of Bloomberg, CNN and Discovery.
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